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Social Media Metrics You Should Be Tracking: A Comprehensive Guide

Social media analytics report

Written by @KarlyEllis

Social media has become an integral part of modern-day communication. With millions of users worldwide, it has become a powerful tool for businesses to connect with their target audience. However, using social media effectively requires more than just posting content and hoping for the best. To truly understand the impact of social media on your business, it’s crucial to track specific metrics.

Tracking social media metrics is essential for businesses looking to improve their online presence. Metrics such as engagement rate, reach, and impressions provide valuable insights into how your content is performing. By analyzing these metrics, businesses can identify areas for improvement and adjust their social media strategy accordingly. Additionally, tracking metrics can help businesses measure the effectiveness of their social media campaigns and make data-driven decisions.

Why Social Media Metrics Matter

Social media metrics are essential for businesses and individuals who want to measure their social media performance accurately. Metrics can provide valuable insights into how well a social media campaign is performing, what content is resonating with the audience, and which strategies need to be adjusted. In this section, we will discuss why social media metrics matter and the key metrics that businesses should track.

Brand Awareness

Brand awareness is a crucial metric that measures how familiar people are with a brand. Social media is an excellent platform for building brand awareness because it allows businesses to reach a large audience quickly. Measuring brand awareness on social media can be done by tracking metrics such as:

  • Reach: The number of people who have seen a post or ad
  • Impressions: The number of times a post or ad has been displayed
  • Follower growth: The number of new followers gained over time

By tracking these metrics, businesses can determine if their social media strategy is working to increase brand awareness.


Engagement is another essential metric that measures how people interact with a brand on social media. It can be measured by tracking metrics such as:

  • Likes: The number of likes a post or ad receives
  • Comments: The number of comments left on a post or ad
  • Shares: The number of shares a post or ad receives

Engagement metrics can help businesses understand how their content is resonating with their audience. High engagement rates indicate that the content is relevant and valuable to the audience.


Conversion metrics measure how social media is contributing to a business’s bottom line. It can be measured by tracking metrics such as:

  • Click-through rate: The number of clicks on a link divided by the number of impressions
  • Conversion rate: The number of conversions divided by the number of clicks

Conversion metrics can help businesses understand how social media is impacting their sales and revenue. By tracking these metrics, businesses can optimize their social media strategy to drive more conversions.

In conclusion, social media metrics matter because they provide valuable insights into how a social media campaign is performing. By tracking metrics such as brand awareness, engagement, and conversion, businesses can optimize their social media strategy to achieve their goals.

Metrics to Track

When it comes to social media, tracking metrics is essential to measuring success. However, with so many metrics available, it can be difficult to determine which ones are most important. Here are six metrics that should be tracked:

Follower Growth

Follower growth is a key metric that measures the increase in the number of followers on social media platforms. It is an indicator of the brand’s reach and popularity. Brands should track follower growth on a regular basis to ensure that their social media strategy is effective in attracting and retaining followers.

Engagement Rate

Engagement rate measures the level of interaction between a brand and its followers. It includes likes, comments, shares, and other forms of engagement. A high engagement rate indicates that the content is resonating with the audience and that the brand is building a strong relationship with its followers.

Click-Through Rate

Click-through rate (CTR) is the percentage of clicks that a link receives in relation to the number of impressions. It measures the effectiveness of a call-to-action and the relevance of the content. A high CTR indicates that the content is compelling and that the call-to-action is effective.

Conversion Rate

Conversion rate measures the percentage of website visitors who take a desired action, such as making a purchase or filling out a form. It is an important metric for tracking the effectiveness of social media campaigns in driving traffic and generating leads.

Customer Lifetime Value

Customer lifetime value (CLV) is the total amount of money a customer is expected to spend on a brand over the course of their relationship. It is an important metric for measuring the long-term value of social media campaigns in terms of customer acquisition and retention.

Return on Investment

Return on investment (ROI) measures the financial return on a social media campaign. It takes into account the cost of the campaign and the revenue generated. A positive ROI indicates that the campaign is profitable and that the brand is getting a good return on its investment.

In conclusion, tracking these six metrics is essential to measuring the success of social media campaigns. By monitoring these metrics on a regular basis, brands can adjust their strategy and tactics to improve their performance and achieve their goals.

How to Track Social Media Metrics

Choosing the Right Tools

To track social media metrics effectively, it is important to choose the right tools. There are many social media analytics tools available in the market, each with its own set of features. Some of the popular tools include Hootsuite, Sprout Social, Buffer, and Google Analytics.

When selecting a tool, it is important to consider the social media platforms you use, the metrics you want to track, and your budget. Some tools are designed for specific social media platforms, while others offer a wider range of integration options. It is also important to choose a tool that aligns with your business goals and provides the metrics you need to measure your success.

Setting Goals and Benchmarks

Before tracking social media metrics, it is important to set goals and benchmarks. This will help you determine what metrics to track and how to measure success. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART).

For example, if your goal is to increase brand awareness, you might set a benchmark of increasing your social media followers by 10% over the next three months. To measure success, you would track your follower count and engagement metrics, such as likes, comments, and shares.

Analyzing Data

Once you have chosen the right tools and set goals and benchmarks, it’s time to start tracking and analyzing your social media metrics. This involves collecting data, analyzing trends, and making data-driven decisions.

One effective way to analyze data is to use a social media dashboard. A dashboard provides a visual representation of your social media metrics, making it easier to identify trends and patterns. It also allows you to compare metrics across different social media platforms and track progress towards your goals.

In addition to analyzing data, it is important to take action based on your findings. For example, if you notice a decline in engagement on a particular social media platform, you might adjust your content strategy to better resonate with your audience.

Overall, tracking social media metrics is a crucial part of any social media strategy. By choosing the right tools, setting goals and benchmarks, and analyzing data, businesses can measure their success and make data-driven decisions to improve their social media presence.

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